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Search Results for : Experiential Marketing

People
September 28, 2020 Data Drives the World

Data is the most valuable currency in the 21st century. Data and analytics guru, Bernard Marr said: “While the average small business has less self-generated data than big players. . .this doesn’t mean big data is off-limits. In fact, in many ways, big data is more suited to small businesses, because they’re generally more agile […]

Industry
July 12, 2020 Re-Imagining Experiential

Katie Streten, Experiential Strategy Director at Geometry MENA, explains how experiential is an opportunity for greater connection. The current situation has CMOs in a bind. They are fully aware of the need to engage consumers and customers across multiple channels, and they are also aware of the benefits brought by those different channels. In other […]

People
April 16, 2020 Say Hello to Safwan El Roufai

Geometry Global, WPP’s end-to-end creative commerce agency has appointed Safwan El Roufai to lead its experiential offering as Executive Vice President for Middle East & North Africa. Communicate got an exclusive interview with Roufai to learn more about his new role and what plans he has in store for the agency. Why make the shift from […]

Culture
October 15, 2019 Fortnite goes into total blackout

On Sunday, Epic Games, the developer of online battle royale video game Fortnite, tweeted a cryptic phrase stating: “This is the end.” As of right now, the Fortnite Twitter page is live streaming a black hole, with no tweet left to read and a black icon as its display picture. Much like the snap of […]

Industry
October 02, 2019 Surkus Launches In The UAE

Surkus, a multi-sided experiential marketing platform has made its debut in the United Arab Emirates. This announcement follows international roll-out in markets including the US and Hong Kong with over 750,000 engaged users around the world, a statement said.  The platform will be headquartered in Abu Dhabi’s Hub71 startup ecosystem. Surkus said in the statement […]

Industry
March 01, 2019 Marriott rebrands rewards program introducing ‘Bonvoy’

Marriott International is launching a global marketing campaign introducing Marriott Bonvoy, the new name that replaces Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG). The campaign celebrates Marriott Bonvoy as a travel program with the tag line “Rewards Reimagined” through its 30 hotel brands. “Marriott Bonvoy expresses the joy of ‘good travel’ made […]

Industry
January 14, 2019 7 questions with Mars’ Daniele Calderoni on brand building

The key to effective brand management is creating a positive and memorable brand experience for customers. A brand experience is an ecosystem that exists around a brand or product, manifested in the sensations, feelings, cognitions, and behavioral responses evoked by a brand. The Brandberries interviewed Daniele Calderoni, regional brand and portfolio director of MARS, to get his take on […]

Industry
August 12, 2018 The creative brand cheat sheet with Adobe’s Chris Duffey

Brands of today need to group their efforts on delivering the best ‘return on creativity’ to fuel their performance. It’s impossible for a brand to rise above the noise without creative strategies to help them shine. The current renaissance of technology has created huge challenges for brands, but they have also created a playground for creativity. […]

Industry
October 29, 2017 Lightblue appoints new partner and plans regional expansion

Lightblue, which has positioned itself as a “brand adventures agency”, has announced that Craig Borthwick will be joining existing partners and founders David Balfour and Ian Lynagh. Borthwick, who has been with Lightblue for five years, was instrumental in growing the company, expanding the team and building relationships with global brands in the region. In […]

Industry
September 10, 2016 The ad agency of the future is coming. Are you ready?

Clients want one partner to simplify the fragmentation and data – and today’s shops may not be among them Winter is coming. The old families are preparing their troops and poring over strategies in a race to secure their territory before it is invaded by new and unfamiliar forces. The best option might be to […]

Industry
August 01, 2016 Not just PR

In my 13 years of PR experience, the Middle East PR industry has evolved to grow from a handful of fully-fledged agencies a decade and a half ago, to an extensive array of agencies of all shapes, sizes and specialties offering a variety of services. Fifteen years ago the media landscape in the region didn’t […]

Industry
July 24, 2016 Spot on situation

After a fairly positive 2015, the client-agency motivation and dynamics have hit a barricade with the number of agencies recording relationship improvements falling from 70 percent confidence to less than 50 percent. This is due to an increasingly competitive scenario of agencies, freelancers or those ‘wanting to do everything’ individuals in town, where clients work […]

Industry
June 12, 2016 Leo Burnett’s ARC repositioned as independent agency

Effective July 1, Leo Burnett MEA’s experiential and shopper marketing division ARC will function as an independent agency, serving all Publicis Communications agencies in the region. The move follows the global restructure of Publicis Groupe, which Raja Trad spoke about earlier this year. Raja Sowan, currently regional director of retail engagement practice at ARC, will […]

Industry
November 11, 2015 It’s all about the experience

Depending on what time it is right now, you’ve been marketed to anywhere between 100 to 5,000 times. Of that, you may be aware of perhaps 86 of those instances of ad and brand exposure. Ultimately, only a dozen would have made any impression. However, when it comes to choosing one brand over another – […]

Industry
June 16, 2015 The show must go on

  The production house was, once, a very defined roof under which a very defined set of people lived. They all knew their roles and their job was clear: to produce. As the old adage goes: times change. Digitization has forced the production industry to evolve and function in a much more collaborative way because […]

Industry
April 01, 2015 Name game

As the regional advertising industry grows – thankfully – so do the number of ‘specialist’ agencies, positions and titles. It could be the result of the growth of specialized fields, be it digital or experiential marketing, or it could simply be the need to define roles further as advertising gets more integrated and, maybe, even […]

Industry
October 13, 2014 Payday, mayday

  Early last month, HR solutions provider Aon Hewitt released its annual Global Salary Increase Survey, which confidently projected a 4.8 percent hike in salaries for UAE companies in 2015, albeit down from 5.1 percent last year. The predictions were slightly higher for companies across the GCC (5.1 percent) but, again, had dropped from last year’s 5.5 percent increase. These forecasts sit […]

Industry
October 12, 2014 Publicis Groupe expands further into South Africa

  Publicis Groupe is further cementing its footprint in South Africa, having recently announced in a press statement three acquisitions that would expand the scope of its activities in the cities of Cape Town, Johannesburg, Durban and Belleville. The group has acquired brand agency BrandsRock – founded in 2009, BrandsRock offers marketing and brand strategy, […]

Industry
September 22, 2014 Smile, please

  The relationship between the public relations profession and photography has always been somewhat difficult and often factious, and things need to change for the good of everyone concerned. Loading up with a healthy communications budget is an essential part of any ambitious entity’s armory. Having worked in all aspects of PR, one thing that […]

Industry
August 03, 2014 Cheil takes over experiential duties for du

  Emirates Integrated Telecommunications Company PJSC (du) has awarded its live event and experiential marketing requirements to Cheil MENA. The communications agency, which has an event production unit integrated into its creative services, will deliver strategy, concept development, design, build and on-site management alongside a range of engaging live activations. Hala Badri, executive vice president […]

Industry
August 10, 2014 Going native

  With the increasing penetration of mobile devices in the MENA region, it’s no surprise that the media closest to a consumer is his mobile device. This high level of accessibility is at the inception of the multiscreen phenomenon – people watch TV with their eyes and fingers on the screen of their mobile device, […]

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